It’s disheartening to see that even in the creative world, where one expects the IQ level to be somewhat higher than the ‘I want to be a celebrity’ game show average, that this nauseating cult has wormed it’s way in.

How to achieve may be more appropriate. Having said that, I’ve not as yet read the book, and this could be some light sarcasm on the authors part.

In response to “Curator,” try not to take those essay headings too literally. If you look at the heading that’s two spots above the “How to become famous” one, it reads, “Why designers can’t think,” but from time to time we’ve been known to do just that. This is a great book, well worth reading.

In response to David Airey: Thanks for the guidance there mate, I could never have worked that out on my own. Shame that you took my comment so much to heart. Maybe you were thinking when you didn’t need to.